Swedish fashion giant H&M unveils a collaboration with Lotto, inspired by the archives of the Italian sportswear brand and the world of football.
The Lotto H&M men’s collection launches on May 21 and is inspired by football culture and community. The collection reinterprets Lotto’s heritage through a ‘graphic and bold’ contemporary lens.
The collection is a fusion of sportswear and fashion, where the characters from the football world come to life in the garments: from the players to the manager, the referee, the team and their fans. The collection includes brightly colored jersey sets, polos, shorts and high socks with graphic stripes and Lotto’s signature double check jacquard.
Other looks include oversized faux leather shorts, a fitted blazer, logo caps, scarves and sneakers.
“Everything is designed to combine sporty functionality with a casual look and a modern interpretation of classic athleisure,” H&M explains in the press release.
Andreas Löwenstam, head menswear designer at H&M, said in a statement: “Collaborating with the Lotto archives is like opening a unique chapter in sports culture, full of nostalgia and authenticity.”
“We wanted to honor that heritage while creating a collection that fits fully into the present, building on both brands’ tradition of designing fashionable sportswear.”
Jameel Spencer, marketing director for fashion and sport at WHP Global, which owns the Lotto brand, added: “Lotto has always been at the intersection of performance and culture. This partnership with H&M provides a unique platform to express our heritage in a modern way, bringing together sport and style in a way that is both authentic and globally relevant.”
“Together we have created a collection that reflects a shared vision. The collection is designed to appeal to today’s consumers, in a world where sports-inspired style continues to influence culture.”
The Lotto H&M collaboration will be available from May 21 in selected H&M stores and on the retailer’s website.
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